Boulogne, January 4, 2021 - The FDJ group unveils its new communication campaign signed by Havas Paris. After having told, in 2019, the circumstances of the creation of the Group with the advertising films “Origins”, FDJ returns with a campaign entitled “And see France win”, intended to better publicize its raison d'être and its role in the society.
A unique model
Every day, FDJ acts to see France win thanks to a unique and useful model for society, combining a responsible gaming offer, support for local commerce, funding for amateur and professional sport, a corporate foundation in the service of gender equality. opportunities, heritage restoration ...
The Group not only helps the hopes, dreams and projects of the French people come to fruition by making them a reality, but also helps to animate local life and maintain social ties.
This anchoring in each person's life and their role in society form the basis of the Group's new communication campaign. FDJ illustrates its unifying and popular character, while recalling how it acts, on its own scale, in the service of the general interest.
“ The National Lottery, our ancestor, was created in 1933 to help the“ Gueules Cassées ”, the disfigured soldiers of the First World War. This deeply united lottery laid the foundations of what we have never ceased to be: a company which, with its activity present in all regions, contributes to society. This new campaign aims to make our values resonate, and to reaffirm our role in the society of today and tomorrow . », Underlines Nathalie Le Garlantezec, Brand & Institutional Communication Director of the FDJ group.
The campaign "And see France win"
The advertising campaign "And see France win", signed by Havas Paris and directed by Vladimir de Fontenay, consists of a long branded film of sixty seconds, but also four short films "proof" of twenty seconds. These highlight local commerce, the FDJ Corporate Foundation, sport and responsible gambling. Broadcast on television from January 3 to 28, 2021, these films are accompanied by a poster, press and radio campaign.
Condensed with scenes from life, these commercials string together small and big victories, from those that change a life to those that take on a whole country. It beats crescendo to the rhythm of a powerful slam, a true hymn to pride and generosity, at a time when trust and solidarity are more necessary than ever.
In addition to the poetry declaimed on a rhythmic musical background, this campaign relies on the effect of repetition and more precisely the anaphora “win” to indicate that its contribution goes well beyond its many winners in lottery games or games. sport bets.
Many people who have a special link with FDJ are also staged. This is the case of the workers who restore the site of the Château de Rochefort, in Asnières-en-Montagne in the Doubs, restored thanks to the contribution of FDJ with the Mission Patrimoine games offer; FDJ points of sale which constitute the first local network in France; a young woman undergoing rehabilitation at Les Invalides hospital thanks to FDJ's historic support to the Union for Face and Head Injuries (UBFT); or beneficiaries of the Cap Saa association playing wheelchair basketball, the Ari association and the Apprentis d'Auteuil Foundation, supported by the FDJ Foundation for many years.
“ We wanted to make a hymn of love to France and to the French in 2020. Show people in an authentic, natural, benevolent way, while always being energetic and optimistic. It is FDJ's DNA, this mixture of dreams and contributions, and we need it more than ever today, ”recalls Christophe Coffre, co-president and creative director of Havas Paris.
A new graphic and sound universe
The FDJ group is also taking advantage of this new campaign to develop its graphic and sound universe as well as its logo. The latter is now part of a bevelled rectangle. A link between the present and the future, this evolution of the logo more faithfully reflects the new face of the Group. It retains its main strengths (colors, typography, clover and its diamond), and frees itself from the arrow without losing dynamism and optimism.
Youtube links to view the campaign:
- Playlist “FDJ. And see France win - Campaign 2021 ”: https://youtube.com/playlist?list=PLBtrEM0ulBXtRkYDq2PTYPlyS3JpI9tWJ
- The film marks sixty seconds: https://youtu.be/T8DyKpVERSo
- The proof films:
- on sport: https://youtu.be/rvqi3ugghfI
- on responsible gaming: https://youtu.be/rNOalFqj3og
- on the FDJ Corporate Foundation : https://youtu.be/7LleBmQSHfI
- on convenience stores: https://youtu.be/6Z94GCZJSmM